MakeSense

MakeSense x Flying Object

Skills: workshop facilitator, customer research, brand strategy and tone of voice development. 

Role: strategic lead and copywriter 

The brief 

To create a new brand identity for MakeSense, a brand using science and AI to help those who are blind or have low-vision feel safe, confident and in control of their own paths. 

The solution 

Brand strategy and verbal identity

After identifying and developing the brand's story, core values, mission and vision, we created a proposition that both reflected the ambition of MakeSense and the desires of their primary audience.

Our proposition, "Move through the world on your terms" lead us to the brand tagline "Navigate Life differently", as well as the development of a new verbal and visual identity. 

Visual identity 

Stemming from the overarching brand strategy, the visual identity (logo and graphic motifs) embodies the idea of exploration, speaking directly to the product, as well as the individual and unique journeys of the audience. Based on a walking path, the logo brings the brand's proposition to life, adding dynamism to the company's mission.

Our colour palette represents the brands personality, evoking a feeling of seriousness, clarity and technical sophistication. 

Accessibility 

All design work was built around AAA accessibility standards as well as the everyday way that people use technology. Many people who have low vision invert their screen colours, so our colour palette is designed in a way that when inverted still compliment the core brand palette. We also created an inclusive language guide as part of the verbal identity.